{"id":239651,"date":"2023-04-04T13:10:49","date_gmt":"2023-04-04T11:10:49","guid":{"rendered":"https:\/\/rtrsports.com\/comprendre-les-valeurs-et-les-objectifs-de-la-culture-du-parrainage\/"},"modified":"2026-10-02T12:28:28","modified_gmt":"2026-10-02T10:28:28","slug":"comprendre-les-valeurs-et-les-objectifs-de-la-culture-du-parrainage","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/comprendre-la-culture-du-parrainage-valeurs-et-objectifs\/","title":{"rendered":"Valeurs et objectifs du sponsoring dans le sport automobile : les aligner sur la culture de l&#8217;\u00e9quipe"},"content":{"rendered":"<p><strong>Valeurs et objectifs du sponsoring dans le sport automobile, en bref : un sponsoring ne tient que si les valeurs de la marque co\u00efncident avec la culture de l&#8217;\u00e9quipe et si les objectifs sont mesurables d\u00e8s le d\u00e9part. Le risque est concret : le 5 mars 2022, Haas a mis fin avec effet imm\u00e9diat \u00e0 son partenariat principal avec Uralkali et au contrat de Nikita Mazepin apr\u00e8s l&#8217;invasion russe de l&#8217;Ukraine. Voici une m\u00e9thode en six \u00e9tapes, avec les limites de chacune.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>Le plus difficile dans un sponsoring n&#8217;est pas de le signer, mais de s&#8217;apercevoir \u00e0 temps que l&#8217;\u00e9quipe et la marque ne disent pas la m\u00eame chose, ou que personne n&#8217;a d\u00e9cid\u00e9 ce qu&#8217;il doit apporter. Ce guide met en ordre six \u00e9tapes, de la lecture de la culture de l&#8217;\u00e9quipe \u00e0 la gestion de la relation, avec un cas public et les donn\u00e9es disponibles sur l&#8217;attitude des fans envers les sponsors.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/felix-berger-c_j29bp8-4y-unsplash-scaled-1.jpg\" alt=\"Tra\u00een\u00e9es lumineuses de voitures dans un virage de circuit au cr\u00e9puscule\" width=\"267\" height=\"400\" \/><\/p>\n<h2>Les six \u00e9tapes en bref<\/h2>\n<ul>\n<li>Lire la culture de l&#8217;\u00e9quipe : histoire, propri\u00e9t\u00e9, base de supporters, partenaires d\u00e9j\u00e0 pr\u00e9sents, valeurs d\u00e9clar\u00e9es.<\/li>\n<li>D\u00e9finir les valeurs de la marque : mission, vision et public cible.<\/li>\n<li>V\u00e9rifier l&#8217;alignement : o\u00f9 les valeurs co\u00efncident, o\u00f9 elles divergent et ce qui se passe en cas de crise.<\/li>\n<li>Fixer des objectifs mesurables : notori\u00e9t\u00e9, contacts, ventes, hospitalit\u00e9, r\u00e9putation.<\/li>\n<li>Mesurer avec des indicateurs et des outils choisis avant de signer.<\/li>\n<li>G\u00e9rer la relation dans le temps : communication r\u00e9guli\u00e8re, adaptation et crit\u00e8res clairs pour le renouvellement.<\/li>\n<\/ul>\n<h2>1. Lire la culture de l&#8217;\u00e9quipe<\/h2>\n<p>Avant de sponsoriser, on \u00e9tudie l&#8217;histoire, la base de supporters, la propri\u00e9t\u00e9, les partenaires d\u00e9j\u00e0 pr\u00e9sents et les valeurs d\u00e9clar\u00e9es de l&#8217;\u00e9quipe. Dans le sport automobile, cela se voit dans les portefeuilles de partenaires : en 2025, Ferrari a confirm\u00e9 HP comme title partner, sous le nom Scuderia Ferrari HP, a ajout\u00e9 IBM comme partenaire d&#8217;engagement des fans et d&#8217;analyse de donn\u00e9es et UniCredit comme partenaire majeur, et a mis fin aux liens avec Bell, Riva, Palantir, Santander, Harman Automotive et Philip Morris (F1Technical). Un portefeuille qui se d\u00e9place vers la technologie et la finance raconte une culture, et dit aux autres marques avec qui elles partageraient la livr\u00e9e.<\/p>\n<p>La limite : la culture n&#8217;est pas dans les communiqu\u00e9s mais dans les comportements, et elle change. Il faut la relire \u00e0 chaque renouvellement.<\/p>\n<h2>2. D\u00e9finir les valeurs de la marque<\/h2>\n<p>Mission, vision, objectifs et public cible : les valeurs de la marque se tirent de l\u00e0, pas de l&#8217;\u00e9quipe. Une valeur que la marque ne pratique pas ne soutient pas une association.<\/p>\n<h2>3. V\u00e9rifier l&#8217;alignement<\/h2>\n<p>On compare point par point valeurs d\u00e9clar\u00e9es, public, fa\u00e7on de communiquer et comportement en cas de crise. L\u00e0 o\u00f9 elles ne co\u00efncident pas, on renonce, ou l&#8217;on fixe par \u00e9crit des limites et des clauses de sortie.<\/p>\n<p>Le cas Haas montre le risque. Le 5 mars 2022, l&#8217;\u00e9quipe a annonc\u00e9 avoir mis fin avec effet imm\u00e9diat \u00e0 son partenariat principal avec Uralkali et au contrat du pilote Nikita Mazepin, apr\u00e8s l&#8217;invasion russe de l&#8217;Ukraine, et s&#8217;est dite \u00ab choqu\u00e9e et attrist\u00e9e \u00bb par les \u00e9v\u00e9nements ; elle avait d\u00e9j\u00e0 retir\u00e9 les couleurs du drapeau russe de la voiture lors des essais de pr\u00e9-saison \u00e0 Barcelone (Motor Sport Magazine, CBS Sports). Le risque d&#8217;association d\u00e9pend aussi de faits ext\u00e9rieurs au sport automobile : c&#8217;est notre lecture, mais c&#8217;est pourquoi les clauses de sortie se discutent avant de signer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/michal-wojcik-qvm2gr1vsog-unsplash-600x400.jpg\" alt=\"Le paddock et les tribunes d'un Grand Prix de Formule 1, avec des tentes d'hospitalit\u00e9 et des supporters, et la piste en arri\u00e8re-plan\" width=\"600\" height=\"400\" \/><\/p>\n<h2>4. Fixer des objectifs mesurables<\/h2>\n<p>Les objectifs typiques sont la notori\u00e9t\u00e9, les contacts commerciaux, les ventes, l&#8217;hospitalit\u00e9 et la r\u00e9putation. Ils doivent \u00eatre sp\u00e9cifiques, mesurables, atteignables, pertinents et limit\u00e9s dans le temps, et coh\u00e9rents avec la strat\u00e9gie marketing globale : des objectifs diff\u00e9rents demandent des entr\u00e9es et des activations diff\u00e9rentes.<\/p>\n<p>Le contexte de march\u00e9 p\u00e8se : en F1, l&#8217;entr\u00e9e part d&#8217;un niveau minimal de 2 millions de dollars par an, deux saisons minimum, sans course isol\u00e9e (RTR Sports Marketing, relev\u00e9 de septembre 2026), et l&#8217;objectif doit justifier ce seuil. Sur l&#8217;attitude des fans, l&#8217;enqu\u00eate mondiale 2025 de Formula 1 et Motorsport Network, sur plus de 100 000 r\u00e9ponses de fans tr\u00e8s engag\u00e9s, indique que 76 % estiment que les sponsors valorisent le sport et qu&#8217;un sur trois est plus enclin \u00e0 acheter aupr\u00e8s des partenaires de la F1 (Formula1.com). C&#8217;est l&#8217;opinion de passionn\u00e9s sur les partenaires du championnat, pas sur une marque pr\u00e9cise, et ce n&#8217;est pas une donn\u00e9e de vente.<\/p>\n<h2>5. Mesurer le retour<\/h2>\n<p>Indicateurs et outils se choisissent avant de signer : exposition de la marque \u00e0 l&#8217;\u00e9cran, enqu\u00eates, analyses des r\u00e9seaux sociaux et du site, contacts et ventes. Un exemple tir\u00e9 de nos archives : au World Ducati Week de 2000, un investissement r\u00e9gional de 294,2 millions de lires a g\u00e9n\u00e9r\u00e9 des retomb\u00e9es de 13,8 milliards de lires, un rapport de 1 \u00e0 46,9 (RTR Sports Marketing, donn\u00e9es d&#8217;archive, Promozione Alberghiera Rimini), racont\u00e9 dans le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/etude-de-cas-ducati-combien-vaut-un-sponsoring-sportif\/\">case study World Ducati Week<\/a>.<\/p>\n<p>C&#8217;est le retour d&#8217;un territoire, pas d&#8217;une marque sponsor, et il date d&#8217;il y a 26 ans : il montre que le retour se mesure quand on d\u00e9cide quoi mesurer, pas qu&#8217;il est garanti. Apr\u00e8s la signature, c&#8217;est l&#8217;<a href=\"https:\/\/rtrsports.com\/fr\/blog\/quest-ce-que-lactivation-du-parrainage-sportif\/\">activation du sponsoring sportif<\/a> qui compte.<\/p>\n<h2>6. G\u00e9rer la relation dans le temps<\/h2>\n<p>Un sponsoring est une relation de long terme : communication r\u00e9guli\u00e8re avec l&#8217;\u00e9quipe, suivi des changements de culture et de march\u00e9, disposition \u00e0 adapter la strat\u00e9gie et \u00e0 \u00e9couter les retours. Le renouvellement n&#8217;est pas acquis et se d\u00e9cide avec des crit\u00e8res clairs, comme l&#8217;explique le guide sur <a href=\"https:\/\/rtrsports.com\/fr\/blog\/renouveler-renegocier-ou-changer-comment-decider-de-la-fin-du-cycle-de-parrainage-de-votre-sport-automobile\/\">quand renouveler, ren\u00e9gocier ou changer un sponsoring<\/a>.<\/p>\n<h2>Comment s&#8217;orienter<\/h2>\n<p>Pour s&#8217;orienter, il y a la page sur le <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\">sponsoring en Formule 1<\/a>, celle sur le <a href=\"https:\/\/rtrsports.com\/fr\/parrainages-motogp\/\">sponsoring en MotoGP<\/a>, le guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt d&#8217;un sponsoring en Formule 1<\/a> et, pour le tableau g\u00e9n\u00e9ral, l&#8217;article sur les <a href=\"https:\/\/rtrsports.com\/fr\/blog\/avantages-du-parrainage-sportif\/\">avantages du sponsoring sportif<\/a>.<\/p>\n<p>Les valeurs se d\u00e9clarent dans un communiqu\u00e9. Elles se v\u00e9rifient dans les moments de crise.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Vous voulez amener votre marque dans le sport automobile ?<\/strong><br \/>RTR Sports Marketing construit des sponsorings dans le sport automobile depuis 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsoring Formule 1<\/a><br \/><\/div>\n<p><em>Images : Felix Berger et Michal Wojcik, Unsplash.<\/em><\/p>\n<p><strong>Sources<\/strong> : <a href=\"https:\/\/motorsportmagazine.com\/articles\/single-seaters\/f1\/haas-confirms-mazepin-contract-termination-ahead-of-2022-f1-season\" target=\"_blank\" rel=\"nofollow noopener\">Motor Sport Magazine, Haas rompt avec Mazepin et Uralkali<\/a>; <a href=\"https:\/\/www.cbssports.com\/motor-sports\/news\/haas-f1-team-drops-russian-driver-nikita-mazepin-following-countrys-invasion-of-ukraine\" target=\"_blank\" rel=\"nofollow noopener\">CBS Sports, Haas et Mazepin<\/a>; <a href=\"https:\/\/www.f1technical.net\/news\/26160\" target=\"_blank\" rel=\"nofollow noopener\">F1Technical, le portefeuille de partenaires de Ferrari en 2025<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1-and-motorsport-network-unveil-2025-global-fan-survey.4YqMebNy8BLaapyJfjzDXO\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, Global Fan Survey 2025<\/a>; RTR Sports Marketing, relev\u00e9 de septembre 2026 sur les seuils du march\u00e9 en F1 et archive RTR pour le cas World Ducati Week (Promozione Alberghiera Rimini).<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pourquoi la culture de l&#039;\u00e9quipe compte-t-elle dans un sponsoring ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nParce qu&#8217;elle permet \u00e0 la marque d&#8217;aligner ses valeurs sur celles de l&#8217;\u00e9quipe. Un d\u00e9faut d&#8217;alignement peut nuire \u00e0 la r\u00e9putation de la marque, comme le montre le cas Haas et Uralkali de 2022.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Comment aligne-t-on les valeurs de la marque sur celles de l&#039;\u00e9quipe ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nOn d\u00e9finit d&#8217;abord les valeurs de la marque (mission, vision, public), puis on les compare \u00e0 celles de l&#8217;\u00e9quipe : d\u00e9clar\u00e9es, communiqu\u00e9es et montr\u00e9es en cas de crise. L\u00e0 o\u00f9 elles ne co\u00efncident pas, on renonce ou l&#8217;on fixe par \u00e9crit des limites et des clauses de sortie.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Que s&#039;est-il pass\u00e9 entre Haas et Uralkali ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLe 5 mars 2022, Haas a annonc\u00e9 avoir mis fin avec effet imm\u00e9diat \u00e0 son partenariat principal avec Uralkali et au contrat du pilote Nikita Mazepin, apr\u00e8s l&#8217;invasion russe de l&#8217;Ukraine.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quels objectifs peut avoir un sponsoring dans le sport automobile ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nNotori\u00e9t\u00e9, contacts commerciaux, ventes, hospitalit\u00e9 et r\u00e9putation. Ils doivent \u00eatre sp\u00e9cifiques, mesurables, atteignables, pertinents et limit\u00e9s dans le temps.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Comment mesure-t-on le retour d&#039;un sponsoring ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nEn choisissant d&#8217;abord indicateurs et outils : exposition de la marque \u00e0 l&#8217;\u00e9cran, enqu\u00eates, analyses des r\u00e9seaux sociaux et du site, contacts et ventes. Le case study World Ducati Week 2000, par exemple, mesure des retomb\u00e9es territoriales de 1 \u00e0 46,9 sur l&#8217;investissement r\u00e9gional.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Combien co\u00fbte l&#039;entr\u00e9e en Formule 1 comme sponsor ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLe niveau minimal d&#8217;entr\u00e9e est de 2 millions de dollars par an, pour au moins deux saisons et sans course isol\u00e9e (RTR Sports Marketing, relev\u00e9 de septembre 2026). Le d\u00e9tail est dans le guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt d&#8217;un sponsoring en Formule 1<\/a>.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Valeurs et objectifs du sponsoring dans le sport automobile, en bref : un sponsoring ne tient que si les valeurs de la marque co\u00efncident avec la culture de l&#8217;\u00e9quipe et si les objectifs sont mesurables d\u00e8s le d\u00e9part. Le risque est concret : le 5 mars 2022, Haas a mis fin avec effet imm\u00e9diat \u00e0 [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":194193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20132],"tags":[],"class_list":["post-239651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainages-sportifs"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Valeurs et objectifs du sponsoring dans le sport auto<\/title>\n<meta name=\"description\" content=\"Valeurs et objectifs du sponsoring dans le sport automobile : lire la culture d&#039;une \u00e9quipe, fixer des objectifs mesurables et g\u00e9rer la relation.\" \/>\n<meta name=\"robots\" content=\"index, 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